Taller box, less cereal? Calls for more transparency when companies shrink your groceries

Ellyn Newall of Edmonton felt duped after a recent grocery shop. She had purchased two boxes of family-sized Honeycomb cereal for the same price. But when she unpacked her shopping bag, she noticed one box was slightly taller — and slimmer — than the other. Turns out the shorter box is older packaging, which is being phased out. The taller box is new packaging — but taller doesn’t mean more product. In fact, when Newall took a closer look, she discovered the new box has 70 grams less cereal — a reduction of almost 12 per cent. “The first thing you think is, like: ‘How could they do that to us?’ You feel upset. You feel deceived,” she said. It’s called shrinkflation and occurs when food

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